Gamers love in-game ads, ad industry-sponsored survey reveals
Sell it to me
Sony has only just given the green light on advertisements in videogames, but a study’s already found that the vast majority of gamers really don’t mind being barraged by sales slogans during gameplay.
Over 80 per cent of gamers feel videogames are still just as enjoyable with ads as without, according to a study conducted on behalf of in-game advertisement firm IGA Worldwide and which talked to 1300 gamers. The study even found that, on average, gamers’ positive opinion of a product improved by 61 per cent once it had been featured in a videogame.
Earlier this month, Sony announced that it would begin allowing “dynamic” in-game advertising onto PlayStation 3 titles. Anyone wanting to plug their product in a videogame has to go through Sony’s dedicated partner, which is – yup, you guessed it - IGA Worldwide.
Dave Anderson, senior director of business development at Activision, said: “From the research it is clear that the overwhelming majority of consumers enjoyed the gaming experience just as much, if not more, with dynamic ads present."
No titles featuring in-game ads have been released since Sony gave the green light, but with such damningly positive research, salesmen are surely speeding up their advertising departments to get ads into games soon.
Because we all believe what the marketing companies tell us...
@Liam - Apologies! I misinterpreted what you said (red mist from the first one about it). That said though, you seem agree with what I said about real ads being completely wrong for GTA. Since then, 2 others have posted saying ads would be fine in GTA though, possibly through ignorance of the games nature.
You are really close mate...how about this scenario?
(1) you want full commercials before, during, and after the game?
(2) you want ad placement during the game?
(3) you want (1) and (2) ?
(4) you want (3) and a hot poker?
(5) you want tasering and (4) ?
(untitled) (take that, title-requiring-comment-system!)
I can see ads in GTA. I can see ads in racing games. I can see ads in a game that takes place 200 years in the future, as long as those ads look like they're 200 years old.
Here's an idea, how about putting the ads on... loading screens! I doubt that things like "This multiplayer server has been brought to you by... Intel. The power to do more! Enjoy!" would bother people that much as long as they're completely unobtrusive to gameplay.
The thing that pissed me off was when I played Crackdown last year in single player and saw advertisements for freaking Dodge SUVs. I don't think it'd irritate me quite so much if they were futuristic looking SUVs but they weren't. Or if the police SUV were Dodge branded, that'd be fine too (in fact, I'd probably drive around saying "I'M THE JUGGERNAUT").
Paris, for thinking for a moment that SUVs have a future.
Sony are obviously gearing up for HOME. Previously it may have been illegal for sponsors or branded themes in a PS3 environment. But This opens up all sorts of opportunities. Cinemas, The latest SONY branded LCDs at your apartment, arcades with playable demos etc etc. Perhaps this was required to clear up any legal aspects of what HOME will include. ?
Just a thought.
Personally I think games are buggy and slow enough at loading etc without adding unnecessary on-line code to stream ads. Its stupid.